3. Key factors of pricing * Cost structure - Short - term fix cost and long - term flexible cost - The flexibility of tactical pricing - Balancing between price and quantity options (demand and supply, price elasticity) * Choices - Market segment - Maximizing price - Short - term and long - term pricing - Pricing for your new and old customers - Product life cycle - Branding
4. Pricing methods and price adjustment * Mark-up pricing * Breakeven pricing * Marginal cost based pricing * Pricing increase or drop planning and execution
5. Corporate pricing management system * Establishing corporate pricing management system * Managing distributor and retailer pricing * Cultivating the culture of profit to win
课程介绍 评价详情(0)
培训受众:
* 产品/品牌经理
* 重要客户经理
课程收益:
本课程将和您一起深入分析这些问题,从而帮助您解决市场工作中的一块心病。
课程大纲
* 什么是定价策略
* 有效定价的因素
2.市场分析
* 需求分析
- 客户背景
- 对客户需求的影响
- 选择标准——购买者影响
* 竞争对象分析
- 市场信息
- 竞争对手优势
3.影响定价要素
* 成本结构
- 短期固定成本与长期变化成本
- 战术定价的灵活度的需要
- 价格与数量之间的权衡 (供需关系和价格弹性)
* 策略选择
- 市场细分
- 价格最大化
- 短期定价与长期定价
- 新的与已有的客户定价
- 不同的产品周期的定价
- 品牌对定价的影响
4.定价的基本方法和价格调整策略
* 成本加成法
* 盈亏平衡定价法
* 边际定价法
* 价格调整的计划和执行
5. 企业价格管理体系
* 建立价格结构控制体系
* 分销渠道和终端的价格管理
* 建立赢利文化
1. Strategic objectives of pricing
* What is the pricing strategy
* Critical factors to pricing
2. Market analysis
* Demand analysis
- Customer’s background
- Effective factors
- Buying decision
* Competitor analysis
- Market information
- Competitors’ advantages
3. Key factors of pricing
* Cost structure
- Short - term fix cost and long - term flexible cost
- The flexibility of tactical pricing
- Balancing between price and quantity options (demand and supply, price elasticity)
* Choices
- Market segment
- Maximizing price
- Short - term and long - term pricing
- Pricing for your new and old customers
- Product life cycle
- Branding
4. Pricing methods and price adjustment
* Mark-up pricing
* Breakeven pricing
* Marginal cost based pricing
* Pricing increase or drop planning and execution
5. Corporate pricing management system
* Establishing corporate pricing management system
* Managing distributor and retailer pricing
* Cultivating the culture of profit to win
本课程名称: 如何有效定价
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